Another “Spring Cleaning Your Email Marketing Program” Post

Every email marketing blog has a “spring cleaning” post. It’s a timely way to compile tons of email tips in a single place, and all those cleaning terms just lend themselves so handily to email marketing! Scrubbing! Refreshing! Segmentation(?)!

Still, the comparison can get a little worn-out. We understand. So if it helps, while you’re following these simple steps to tidy up your email marketing program, don’t think of this as a “spring cleaning” post. Think of it as a “vernal equinox exodus for ineffectual email efforts” post. You’ll be so busy trying to remember that phrase, you’ll hardly even notice that you’re cleaning!

Or if it helps even more, you can just think of this as a plain, themeless list of quick email tips. Like email or a good feather duster, we’re flexible. Let’s get started!

1. Give your email list a good scrubbing.

A dirty email list can derail a great email campaign by sinking your deliverability or even keeping you out of step with the law. Make sure you’re honoring opt-outs, clearing out inactive subscribers, and staying on top of previous unsubscribers even as your list grows. List hygiene might not be the most glamorous part of email marketing, but it’s certainly one of the most important. And at least it’s not cleaning the bathrooms.

2. Get organized! Segment your list.

Now that you’ve cleaned out your list, it’s time to get it organized. List segmentation allows you to target readers with more relevant content than you would with a one-size-fits-all blast email. This could be something as simple as sending an additional email to more engaged readers, or as complex as using location data to send powerful geo-targeted messages. All in all, it comes down to your data. If you want to implement more segmentation this season, make sure you’re collecting good email marketing data.

3. Freshen up your email template.

Spring is the perfect time to change up your email template

If you’ve been sending the same emails for a long time, slapping a fresh coat of paint on your mailings might catch your readers’ eyes again. Now that the majority of emails are opened on mobile devices, you should also consider whether your emails are optimized for smaller screens. If you haven’t already made the switch to mobile-friendly email, you can get started by downloading a free responsive template.

4. Change out your automated emails.

Automated emails can be an easy way to deliver relevant content, but when they’re so easy to set and forget, it can be easy to neglect them too. Has your email copy served its purpose? Give it a quick update. Do you have more relevant content available to offer in your drip campaigns? Consider exchanging it for something newer. By periodically checking up on your automated emails, you can make sure you’re not stinking up the inbox with stale content.

5. Don’t be afraid to dust off content and repurpose it for email.

Still, just because you’re changing old stuff out doesn’t mean you can’t revisit the hits. Sometimes you just don’t have the time to churn out new content, especially when there’s so much cleaning to be done! Repurposing your best-performing content can help you when the ideas aren’t flowing, but it can also help readers. After all, it was your “best-performing” content for a reason. If readers missed out the first time around or just need a refresher, odds are they’ll appreciate the repeat appearance.

6. Take inventory of your email program.

Most importantly, spring cleaning is about de-cluttering: keeping the stuff that’s working and getting rid of what’s not. Review your 2017 plan of action. Are you meeting your goals? If not, time to make some tweaks. Is your email service provider standing in the way of success? Consider looking elsewhere. Is your program perfect? Take some time to spring-clean your email program anyway. It’s more fun than real-life cleaning.

Whatever you decide to call this list, we’re here to help your spring cleaning efforts. Email spring cleaning, that is. Unfortunately, you’re on your own with that other kind.

Melanie Angel
Editor, PostUp PlayBook

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